Cotton cigarette trousers.

Prada cotton cigarette trousers. The decisive turning point came in the 1970s, when Miuccia Prada, the founder's granddaughter, joined the company and took over creative direction in 1978. With a background in political science and a strong anti-conformist spirit, Miuccia transformed the brand's identity, introducing a new aesthetic language defined by minimalism, rigor, and experimentation.

In 1985, she launched the iconic black nylon backpack, a material previously considered low-end, which under her vision became a symbol of modern luxury and urban practicality. From that moment on, Prada has distinguished itself through a sober and conceptual elegance, far from flashy trends, beloved by intellectuals and creatives.

In the 1990s and 2000s, the brand expanded globally with women's, men's, and accessories collections, footwear, and the younger line Miu Miu, founded in 1993. Prada also entered the worlds of art and architecture through prestigious cultural projects and collaborations, such as the Fondazione Prada.

Today, Prada is led by Miuccia Prada and Raf Simons, and continues to innovate with collections that fuse heritage and avant-garde. Present worldwide with luxury boutiques, Prada is synonymous with quality, research, and a strong identity, capable of evolving without ever losing coherence. A brand that has rewritten the rules of contemporary luxury.